Not Just Another “Marketing Goooruuu”

I started at 16 illustrating children’s books and never looked back.

After that, I spent years learning on the job—working in design studios and marketing agencies as an art-worker, designer, web developer, and eventually a marketing strategist.

I didn’t go to university. Truth is, I hated school. I was told I’d never amount to much. That doubt didn’t discourage me—it fuelled me. I’ve spent my whole career proving people wrong, building a path on grit, self-teaching, and real-world results.

In 2008, I launched a marketing agency from scratch and built it into a global force, working with travel brands and service-based businesses in over 50+ countries. The Tourism Marketing Agency still thrives today.

A huge middle finger to all those teachers that did not believe in me.

Along the way, I’ve helped launch products, crack new markets, and grow small, local businesses into major players. My approach blends storytelling with data, creativity with clarity—making sure your marketing connects emotionally and converts commercially.

You won’t get recycled “funnel hacks” or empty jargon here. What I offer is real-world strategy that delivers. That’s how we helped Gray Line Iceland generate €2M+ in direct bookings. Overland Ireland? Another €2M and a 6000% ROI. And in the wilds of Alaska, a remote operator saw a 463% sales increase year-on-year using the same methods.

My deep sector knowledge, especially in travel and tourism, comes from nearly two decades of hands-on work. Tour operators, DMCs, travel tech firms, hotels—I’ve helped them all refine their messaging, attract the right customers, and grow sustainably.

I’m also part-owner of Tourpreneur, the global community of nearly 20,000 tour operators. I contribute regularly to the podcast and help lead the charge on educational content, mentorship, and strategy guidance for operators looking to level up. Whether it’s through speaking, writing, or behind-the-scenes coaching, my goal is always to help people in this industry thrive.

I also wrote the book How to Turn Your Online Lookers into Bookers, with a follow-up now published: Lookers into Bookers: The Tourism Marketing Blueprint. I speak at tourism events worldwide, running practical workshops that give attendees tools they can use the next day.

Outside of tourism? I’ve partnered with brands like Coca-Cola, Scottish Power, Kingspan, and Vango. I’ve also picked up a few awards along the way—Best Digital Agency, Scottish SME Businessman of the Year, Skift Idea Award, and more.

If you’re looking for someone who understands how to actually grow a business—and isn’t afraid to tell it like it is—I’d love to chat.